Marketing mobilny a komunikacja marketingowa

• Autorzy: Ewa Sadowska

Warianty tytułu

Mobile Marketing and Marketing Communications

• Języki publikacji: PL

Abstrakty

Specjaliści marketingu sukcesywnie wykorzystują coraz nowsze rozwiązania dostępne za pośrednictwem telefonii komórkowej, dlatego celem artykułu jest identyfikacja innowacyjnych działań marketingowych, wykorzystujących w kanale komunikacyjnym nowe technologie. (fragment tekstu)

EN

The XXI century is primarily a ubiquitous access to the Internet. Today, we can connect to the Internet almost anywhere in the world. Just a simple mobile phone to be able to freely search the network resources, view offer businesses and make purchases. In the near future, mobile marketing will play a big role in business promotion activities. Mobile marketing enables entrepreneurs to reach out to larger audiences. It offers many tools that can be used to improve communication with potential customers. These tools include, among others applications, the mobile photo codes (QR code), massages / mms marketing, geolocation, augmented reality mobile advertising (or video display), kiosks and mobile devices. Although mobile marketing in Poland is still in its early stages of development, it should not be ignored by businesses. If the predictions of experts to check in the next few years will experience internet marketing changes on a large scale. Change not only the equipment used by the users to enter into commercial transactions, but also their behavior. The main driving force behind the development of the mobile advertising market is the growing popularity of smartphones and rapid technological development of mobile devices. In addition, a growing number of supporters of mobile Internet access. With the change of human communication habits are also changing market awareness in the use of new marketing channels which are mobile devices. Today, most mobile advertising is targeted for smartphones including iPhone, Blackberry and Android devices, because these devices offer users advanced functionality in mobile content. Mobile phone as an advertising medium allows very precise reach the customer in real time. Mobile advertising market will grow with increasing technological capabilities of mobile devices and mobile applications, and they are endless. You may find that one of the most effective ways of reaching the customer, is the use of mobile phones. It has it all (some even more than one), and advertising can be precisely addressed, not only preferences but also the quite exact location of the terminal.(original abstract)

Słowa kluczowe

PL

Komunikowanie marketingowe; Telefonia komórkowa; Media komunikowania; Reklama telefoniczna; Aplikacje mobilne; Kod QR; Rozszerzona rzeczywistość

EN

Marketing communication; Mobile phone; Media communication; Phone advertising; Mobile applications; QR Code; Augmented reality

• Czasopismo: Studia Ekonomiczne / Uniwersytet Ekonomiczny w Katowicach
• Rocznik: 2013
• Numer: nr 140 Komunikacja marketingowa : współczesne wyzwania i kierunki rozwoju
• Strony: 122--132

Twórcy

autor

Ewa Sadowska

• Uniwersytet Ekonomiczny w Katowicach